Essentials of Marketing Assignment

This assignment focuses on the fundamentals of marketing as outlined in Lamb, Hair, and McDaniel's 'Essentials of Marketing' (2011). Students are required to understand and discuss key concepts such as market research, segmentation, targeting, positioning, product development, pricing, distribution channels, promotion, and integrated marketing communications. The assignment aims to assess students' comprehension and application of these essentials in real-world scenarios.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Roles and responsibilities of the marketing function. ...........................................................4
P2 How roles and responsibilities of marketing department related to other departments.........6
TASK 2............................................................................................................................................8
P3 Marketing mix followed by Mc Donald................................................................................8
TASK 3..........................................................................................................................................11
P4 Marketing plan of McDonald...............................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the important activity for any kind of organisation. It includes give
information to customers about products and services. Marketing is all about delivering,
communicating and dealing with the customers and society. This report is includes marketing
strategy of Mc Donald's by which they can increases their sales. The purpose of this report is to
find out how a organisation used its marketing strategy to satisfy its customers. This report
includes three tasks which define marketing process of the company. First part of task is all
about roles and responsibilities of marketing related to given enterprise. Second task includes
marketing mix by which a company can place their product in the market. Third task is about
marketing plan for cited organisation. This report is includes how a organisation conduct its
marketing process by which they can full fill their goals and objectives. As per marketing
manager I have asked to betterment of marketing activity in MC Donald's. Report will also
discussed about marketing plan of cited organisation.

TASK 1
P1 Roles and responsibilities of the marketing function.
Concept of Marketing: As per this concept, every organisation has concentrate the
customer needs and wants and according to those wants company should largely works for
fulfilling it. Mc Donald has largely analysed the concept of marketing and applied in their
businesses in order to accomplish profitability in near future. They mainly focus to provide better
products and services to large number of customer. Through this concept, companies has
maintain their relationship with their customers. With the help of this philosophy, Organisation
has easily identify the changing customer needs and wants and worked for fulfilling it. These
concepts are very useful for every company that helps for make their vision and mission.
Five concept of marketing are as follows:
Production concept: According to this philosophy, More varieties are available in larger
segments so customer are easily purchase products and services with low cost. They also search
products that are economical in nature (Peterand Donnelly 2011). This cited organisation has
adopted this concept in order to find their risk portion that inherent in their business activities
and focused for removing it. This will help the company for accomplishing objectives and
targets. They easily change their production and distribution technique with the help of this
concept so business has worked with full efficiency and get productivity (Peter and Donnelly
2011.).
Product concept: This philosophy states that customer use those products which gives high
quality and attributes that are beneficial for us. People are highly purchase those goods that are
appealing their eyes. Company has manufacture products and packaging that are attractive in
nature so more customers are interested to purchase it. With the help of this concept, company
has continuously worked for improvement and development their product and services. This
cited organisation has using this concept for providing better quality products that are helpful for
human health. Today, world has so aware about their health, so they largely preferred and
consume organic products.
Selling concept: This is very important concept of every organisation that accomplish
profitability. As per this philosophy, company has build and manage the relationship with their
supplier and customer, so these suppliers has provide better services to them. Company has

promote and advertise their commodities so more customer re well known that product and
immediately to buying it. McDonald has produce those products that are largely demanded by
customers, they see their needs and wants that are changing according to taste and preferences.
This cited organisation has largely use this promotion strategy for accomplishing success and
profitability. Company aim is not only sell their product but they want marketability as well.
This helps to build their goodwill.
Marketing concept: All above concept re challenging for most organisation. The company has
improve and develop their plans and procedures for accomplishing goals and objectives. With
the help Of this philosophy, company has provide only those commodities that helps for
fulfilling customer needs and wants.
Societal concept: According to this concept, the company has generate those products that helps
for welfare of society. The person standard of living are much depended on their consumption. If
they consume organic products that are helpful for their body. This cited company has made
strategies that helps for achieve the sustainable marketing as well as meet the customer need and
wants.
Role of marketing:
The role of marketing is very crucial part of every organisation success. It helps to
maintain the healthy relationship between customer and company. This cited company has use
the marketing function that is they organise the feedback session which helps for them to identify
their weaknesses. The main aim of any marketing is to increase their revenue and earn
profitability in long run, so organisation has work for offer productive product to its large
number of customer. Company has manage their healthy competition in market in order to
achieve competitive advantage over other competitors (Peterand Donnelly 2011).
Function of marketing:
Management information system: With the help of this system, company has determine and
obtain all information relate to customer taste and preferences that helps for make better
decision. According to customer need and want they sell only those products.
Pricing: McDonald has using appropriate strategies relate to fixation of their prices. The price of
their product is fixed as per rules and regulation that are imposed by regulatory authorities. They
levied taxes and budgets as per government rules.

Product and service management: Company has largely focus for packaging and designing of
product that are appealing in eyes of customer (Nguyen and Simk in 2012).
Distribution: This cited company has provide better distribution facility to their customer. They
promote their product according to customer satisfaction level.
Financing: Company has provide various facilities to their customer in term of bills payment,
they arrange the card facilities.
Selling: Company has interact their customer directly who has interested their business
operation, this helps for encourage customer satisfaction level
(Pike 2015).
Promotion: Company has use various promotion technique that helps to reach their product to
large number of customers. With the help of this technique, wide number of customer are get
knowledge relate to this company product.
P2 How roles and responsibilities of marketing department related to other departments
Every organisation has their marketing department by which they can increase their sales
of product in the market. This department is responsible for various activities which have to be
conducted in their marketing plan. Marketing is related with all these department which are
mentioned below:
Production: According to this process a research is conducted by organisation to identify the
needs and preferences of the customers. This information will be used by the enterprise so they
can produce goods and services according to the taste and needs of different customers. This is
the basic activity of marketing department. There is responsibility of production manager is to
arrange raw material for effective production of goods services.
Research and development: The whole marketing department is based in the research and
development. In this activity researcher are develop new products and innovate exists product so
they can attract more customers in the market. Marketing development is based on research and
development department of the company. This department is also responsible for getting updates
of existing products which are already offered by the company. Quality check is another activity
which is conducted by this department which help to increase the number of customer of
products of MC Donald's.
Customer services: Customers are the key factor for success of any organisation. This is very
important step of marketing department to give best services to their customers or clients so they

get satisfaction. For this purpose it is very important to produce goods and services according to
needs and preferences of the customers. Every organisation can get success if they provide best
services to customers and its directly related with the activities of marketing department.
Administration: This department is handle whole work of every employee of the company. Due
to this it will also linked with the activities of marketing department. So it is important that it will
be managed properly so that targets and goals can achieved in effective manner.
Finance: This department is play crucial role in execution of marketing activity. Without finance
a company can not operate its business properly. Finance department will helps in proper
execution of marketing activities such as promotion and advertisement. This department is also
responsible to manage and arrange the funds for marketing activities of the company. It also
includes that check that provided fund is used in proper manner.
Distribution: This department is useful to distribute all the products of MC Donald's in wide
geographical area. This department is mediator between production and marketing department of
the company. This segment of organisation is helps to identify new market so distribution can be
made and profit level can be increased. A organisation should have enough distribution channel
so customers can easily buy their products.
Human resource: This department is responsible to recruiting qualified candidates for
conducting marketing activities in the enterprise. These candidates will help to produce new
ideas which can be used for promotion and advertisement of products of MC Donald's. The
activities which are carried out by this department is very important because with skilled work
force a organisation can not carried out its marketing functions. It will also help to achieve
production target if work is distributed properly among employees. All the activities of a
organisation depend on the employees of the enterprise.
IT department: This department is responsible to to develop new technologies so MC Donald
can use these technologies to increase its variety of products. These technologies can also used
for the implementation marketing strategies. Marketing department can use these technologies in
their marketing activities such as give online advertisement and make web pages which can
attract more and more customers. It will also helps to collect information of market which will be
used by MC Donald's for increasing their revenue level.
Marketing: This department is very important who conduct marketing activities in the
organisation. This is responsible for giving information about the products to the public of

society. It includes promotional activities by which MC Donald's can increase its sales of
product. Activities of marketing department is based on the other department. Marketing
department is play crucial role to increase profit margin of the company because it attract lot of
customers.
Sales: Marketing and sales department are inter connected with each other. Activities of both
department are basis to each other. This is also includes promotional activities such as loyalty
program, rebates, discount coupons, social media and event management. This is also
responsible to make sure buyer happy and give them full satisfaction. All the activities which is
directly related by marketing are conducted by this department.
From above explained MacDonald's can used various operational department to manage its
marketing activities to increase in level of profit.
TASK 2
P3 Marketing mix followed by Mc Donald
Marketing mix means that company has combine all element of marketing that are
helpful for activities of business. McDonald has uses various norms and policies that help for
brand promotion of product in the wide area of market. These mix are very useful for company
to improve and develop their product. Marketing mix is the foundation of any marketing field.
Without this element , this factor is not completed. The company has uses 7 P'S that are helpful;
for gain profitability. These are as follows:
Product: This cited company has produce the various fast food product like burgers, mac float
and various type of drinks. They generate highly organic foods which gives highly nutrition to
human body. Today people are more conscious about their health so they prefer only hygienic
foods that are beneficial for their health.
Place: This cited company has made vision and mission is that to provide their product and
services in every corner of world. They also open their restaurant in different location such as
near the airport, railway station, colleges and universities. They mainly focus to establish the
quality products and services to their clients that helps for gain customer satisfaction level and
meet needs and wants.

Price: McDonald has adopt the cost leadership strategy. In this strategy, they provide foods and
beverages with competitive prices. They imposed taxes and policies as per government
guidelines. There are various pricing strategies that company has followed but few as described:
Price bundling: Company has establish various discounting offer to large number f customer.
They design their product with the use of single package brand, this helps for reducing price of
product. So company achieve high profitability in long run.
Psychological pricing: This cited organisation has uses various prices models , one of them is
psychological pricing. Retail pricing are termed as odd pricing value.
Promotion: This cited organisation has advertise their product in to large number of customers
in order to accomplishing goals and objectives (Hagan 2011). The demand of any product are
largely dependent on the company promotion strategy. Company has establish and promote their
product with the help of various adds like television, banners etc. this helps for popularise their
product. Various promotional techniques are used by company such as mechanising, display
their product and many other sources (Peterand Donnelly 2011.).
People: Company has delivered better services to large number of people in term of quality,
cleanliness, health hygienic food etc. They mainly work on eco friendly environment. They
provide equal service opportunities to their employees so they worked effectively to make
greater productivity. Company has establish training and development programme which helps
to encourage the knowledge and skill of their employee for generate netter productivity and
earn success in near future,.
Physical evidence: This element is based on the availability of product in market place.
Business has operate various features and functions which they work according to it. They
delivered various services to their customers term of cleanliness, quality of product and
appropriate service.
Process: This is important element of marketing. Company has use various attractive designing
and packaging food component, this help for attract more customers for purchase their product.
This cited organisation mainly earn profitability in context of giving betters services to their
customers.
Compare the 7P's of marketing relate to McDonald and Burger king
Basis McDonald Burger king
Product This company has analyse the They also produce similar

customer taste and preference
in term of consumable goods.
They produce highly organic
products that give nutrition to
people health. Their product
demand are much dependent
on customer needs.
products like various kinds of
burgers, sandwiches, soft
drinks and other beverages.
They generate their goods as
per customer demand and
wants.
Price This organisation has adopted
various pricing strategies in
term of group of persons. They
mainly followed two type of
strategies like price bundling,
physiological pricing. Wit the
help of these strategies they
prepare various kind of meal
provided to customers like
combo, family meal etc
(Ebertand Griffin 2015).
This company has use the
psychological and competitive
pricing strategy. They analyse
the purchasing power of
customer then they made
competitive prices.
Place Their main aim is to operate
their business in every corner
of world. They open various
franchises in different
locations that help for again
profitability in future and
establish restaurants in near
railway station, airport etc.
This organisation network are
spread in all over the world.
Through distribution channel,
company product has
popularised and helps for
achieve success.
Promotion Various promotion techniques
are followed by company to
promote their product.
Advertisement, sale marketing,
They also adopted various
strategies on the basis of
reorganizing and revitalizing
their product brand.

direct promotion, these all
helps for company profitability
and earn goodwill.
Promotional tools helps for
company to maintain and
manage their brand image.
Process This organisation has working
for various process element
like innovative different
product, designing and
packaging the attractive to
make product.
They also use attractive
designing and packaging tool
for marketing product .
People Employees provide better
services to customers this
helps for encourage the
satisfaction level of customers.
They produce products
according to different age
groups of people. They
provide various meals like
family meal, combo etc.
Physical evidence It consist various factors like
quality, location, site,
infrastructure facility,
maintenance, transparency that
helps for company achieve
profitability.
The service provider has
provide essential services to
tire customers with the help of
pamphlets etc.
TASK 3
P4 Marketing plan of McDonald.
It is a document that represent various activities of business in order to accomplishing
goal and objectives of business. They also describe the current position of business in market, its
composition is so flexible that include all historical data and information(Berkowitz 2016).
Through this plan, it is easily identify the customer need and wants and analysis the market
research. This plan has helps to achieve the goals and objectives. Cited organisation design this
plan and procedures for fulfilling their aims and needs. Under planning process some extracts are
mentioned below:

Executive summary: Every plan has started with some ideas that relate to product marketing.
This summary is to explain the vision, mission , aims and objectives of McDonald. The short
summarisation are used in various marketing plan likes segmentation , target marketing. All
marketing data and information are included in this short summarisation that helps for decision
making process (Campbell and Martin 2015).
Company overview: In this, the various information relate to company are existed here in term
of address, contact detail and email. Large number of customer are attracted through this
information. In this context, there are various information are presented here as mentioned
below:
Name of company: McDonald's
Address: Westminster Bridge RD, Lambeth, London
Annual sale: Approx £24.6 billion
President: Andrew j. McKenna
CEO:Steve Easter brook
Overview: McDonald is one of the largest food restaurant in all over world. Their main income
earned from rent, royalties, franchisees. This company has provide better quality products and
services to large number of customers. Its headquarter is situated in London.
Background and development: Turnover of this cited organisation are greater than other
restaurants during the current financial year. They are innovate more strategies that helps for
making various products which fulfil the needs and wants of customers.
Current situation: This organisation is one of largest food sector in world. They produce
organic products that are beneficial for human health.
Workforce: Approx 37000 workers has worked in this cited organisation. Company targets are
fulfil l it in their own manner.
Situational analysis: Company analysis their environment which the business exist. They
maintain and manage their operational efficiency and effectiveness in term of achieve
profitability in long run. Internal and external factors are analysed by company for better
understanding the demand, taste and preferences of customers.
Internal source analysis: With the help of this analysis, the company see factors that exist
internally in organisation. Through this factor company has gain success and earn profitability.
McDonald has identify their skills and competencies that again over competitors advantages.

External analysis: Company has analyse their external factors in term of improvement such as
political, economical, social, technological, legal and environment. The regulatory bodies has
play very crucial role for better improve and develop product. In external analysis, the company
identify opportunities and threats that inherent outside their organisation.
SWOT: This cited organisation has focus to assess their strength and weakness which are
internally exist in company, so with the help of this assessment, they produce different products
and earn high revenue. They also analyse their opportunities and threats that exist outside
organisation , with the help of this analysis, they get competitive advantage over other
competitor.
Objective: The main purpose and target of this cited organisation are to improve and develop the
plan and policies that helps for providing better products and services to large number of
customers. More customers are attracting towards company product and purchase. They also
generate superior services to large number of customers in organisation to accomplish
profitability and earn goodwill in long run. There are some objectives that are mentioned below:
Customers who are living on that location, it helps for company to maximise their revenue.
This cited organisation has worked for only those policies and procedures that government has
imposed. They mainly work for achieving sustainability and goodwill.
Strategies: This cited organisation has largest food chain industry that implement various
strategies and policies in large segment of society. They estimate their cost and prepare busget
plan. This helps for company to remove various defects and error that inherent their products.
They made various plan and procedure which this helps for company growth and success.
McDonald's has prepared various plans and strategies that are helpful for their growth in long
run. These are ass follows:
 They mainly work for overcome the risk portion.
 They mainly focus to challenging work hat comes in near future.
Segmentation: McDonald has worked for various segmentation procedures like they generate
different kind of product that helps for all level of people like some people has high income
generate level and some people are low generate level people. They produce products according
to changing taste and references, religious, culture and attitude of people.
Target: This cited company main aim and objectives is to gather large number of customer in
market place. Various generation of people are using this company product according to tehir

taste and preferences. This is most important marketing plan that this helps for company to know
their target market.
Positioning: This is very essential part of marketing palm. This is done in initial stage. Company
has maintain their goodwill in the mind of customer. They are producing various strategies relate
to positioning which get the competitor advantages over other.
Tactics and caption: McDonald's has applied various tactics and norms that helps for a
achieving the alternate advantages in term of their product plan. Some confusion and doubts
have arsed in company in term of their customer need and want. This cited company ahs provide
organic products for attract large number of customers.
Budgets: This is most important marketing plan that are used in business organisation. Company
has consist their income and expenditure data that are useful for company. Various sources are
provided finance to this cited company for better improvements and development.
Control: This is important for every marketing plan to evaluate the control mechanism so it
helps for company to accomplish their goals and objectives in long run. The main aim of any
marketing policy is to take feedback from various customers regard company services and
products. This cited organisation has focused to reduce their excess cost element that are inherent
in their commodities.
Conclusion: From above mentioned policies, it is conclude that proper strategies are to be
examined before create any plan for company. This cited organisation has consider all this
aspects that are useful for producing products which satisfy the customer needs and wants and
develop satisfaction level of customers.
CONCLUSION
As per the report it has been concluded that marketing activities is very important for the
organisation. There are various department which are connected with marketing department. It
includes various roles and responsibilities of marketing function and how these functions are
related with other departmental activities is also discussed. Report is also includes a marketing
mix which have to be followed by MC Donald's. This marketing mix is help to place the product
in market and create brand image in the mind of different customer. As per the report for
conducting marketing activities, a proper marketing plan is very essential for enterprise. Report
is also concluded that without marketing department a organisation can not increase its sales and

attract the various clients. This department is based on various other department who directly
connected with marketing activities of given organisation.
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[Accessed on 8 Aug 2017].